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London – You've never seen anything like this before: Shocking new video footage captured by PETA US undercover investigators on Chinese fur farms reveals "who's really paying the ultimate price" for fur, according to The Newsroom star Olivia Munnin PETA US' new video exposé.

The hard-hitting new video about fur farms in China, the world's largest fur exporter, opens with never-before-seen footage of workers on a fur farm placing a dog's head in a wire noose, restraining her and genitally electrocuting her with a metal rod. Workers bludgeon raccoon dogs, cut off rabbits' heads and rip the fur off animals' bodies as they writhe in pain. Workers throw cages crammed with dogs and cats – many of whom are still wearing the collars placed on them by their loving families – to the ground, shattering the animals' bones. And often, fur from China is mislabelled as fur from another species so that consumers cannot be confident that they know whose fur they are really wearing.

"This new footage is one of the most heartbreaking things I've ever seen before", says Munn, who is of Chinese descent. "Anyone who wears fur or is even thinking about wearing fur should watch PETA's video. It shows exactly where – and who – that coat or that 'little bit' of trim came from."

bebe and Michael Kors continue to import fur from China, while compassionate designers such as Ralph Lauren, Tommy Hilfiger and Stella McCartney have all decided to be 100 per cent fur-free.

Munn, who appeared in PETA UK's "Rather Go Naked Than Wear Fur" campaign, is part of a long list of celebrities – including Charlize Theron, Eva Mendes, Natalie Imbruglia, Elisabetta Canalis, Mark Ronson and Joss Stone – who have teamed up with PETA UK to speak out against fur.

Broadcast-quality video footage of Munn's exposé can be downloaded here. For more information about the cruelty behind fur, please visit PETA.org.uk.

International Sites:

People for the Ethical Treatment of Animals (PETA) Foundation—a charitable company limited by guarantee, with its registered office at 125 London Wall, London, EC2Y 5AS. Registered in England and Wales as charity number 1056453, company number 3135903.